This case study outlines our partnership with the iconic Bristol Motor Speedway. With the economic climate of the last few years, all entertainment facilities are looking for ways not only sell more tickets, but to communicate with their guests in more effective and efficient manners.
That’s why Bristol Motor Speedway partners with CallMyList to reach their fans and ticket-holders.
The iconic short-track in the Tennessee hills is home to the largest NASCAR event every year, and in 2016 hosted the largest college football game ever with the Pilot Flying J Battle at Bristol between Tennessee and Virginia Tech.
To make expedited calls to their hundreds of thousands of information-thirsty guests, BMS uses CallMyList. “CallMyList makes our job very easy. It has been a great partnership with great results,” says Drew Bedard, Sr. Director of Brand at Bristol.
In the racetrack’s biggest year ever (2016), Bristol used CallMyList for many functions marketing and sales functions, like: making fans aware of critical information regarding the Battle at Bristol events, key information for the Food City 500 race weekend (where Bristol unveiled Colossus, the stadium’s new state-of-the-art, 4-sided, center-hung jumbotron), and the always popular Bass Pro Shops NRA Night Race, held annually in August.
In the fall of 2016, Bristol used CallMyList to help with the most important metric of the business = guest retention. In a call campaign to thousands of fans, their automated call campaign reminded guests about their expiring ticket incentives. Bristol achieved a 10% “live answer” ratio through their campaign, which brought immediate sales traffic into the ticket office. Bristol ROI based off of their live answers alone was 81%!
“CallMyList is the easiest way for us to connect quickly with our guests. Not only do we see positive ROI but we also see increased customer satisfaction and that means everything to us,” says Bedard.